11-29-12 Promote what’s different about your product or business

I just returned from visiting family in California.  One of the families has an organic farm in Mendocino County where, among other things, they are growing wonderful, flavorful tiny applies.  Another member of the family has been developing a special hard apple cider using these apples. 

When I talked with the apple cider maker, he expressed some concern about being able to market his product: “The way I make the cider it has some cloudiness to it which makes it look different from traditional hard ciders.”  He added, “The cloudy sediments give it the rich flavor, just like many of the cloudy wines you see in Europe.” I asked him how his cider tastes, and he quickly answered, “It’s really delicious; everyone who has tasted it has commented on the depth of the flavor.” 

He asked me for some ideas about marketing the cider.  I told him to promote the cloudy look and explain that it has a much more delicious flavor than other ciders on the market.

I’ve written before about marketing what is special or unique about your product or your business.  I believe this is the most important concept every business person needs to embrace.

Don’t feel your product or service has to be like everyone else’s.  Your marketing can educate people about why what you do is special.